The influence of luxury value perception towards purchase tendency: Sample of Turkey

With this study it is aimed to measure the influence of the luxury value perception dimensions on the purchase intentions of costumers in Turkey towards luxury products as well as to reveal the changes in relative effect of aforementioned dimensions according to different household income groups and geographical regions. The relative flexible and subjective structure of the luxury concept has caused the developed and used variables and measurement tools to differentiate. Concordantly, the studies approaching luxury related value perceptions in a multi-dimensional point of view were examined thereupon four dimensions were determined; financial, functional, personal and social. Furthermore, the significance of luxury concept for costumers, the aspect of social consumption pattern towards the notion, the special conditions of the consumers when they possess a luxury product were examined as well as the products that consumers consume among the product groups they consider as luxury products and the brands they decern as luxury within these product groups. Therefore, it is thought the this study will have the characteristic of the basic reference for the practitioners. This research aims to determine the Turkish society's perception towards luxury and their consumption tendencies. Therefore the universe of this study consists of the consumers who are 18 years of age and above. In this context, in order to create a sample, which has the ability to represent the universe, the income levels, which are determined by the Turkish Statistical Institute, gender and marital status were considered. The sample consists of the individuals who are living in 12 regions of Turkey, which were determined by the Turkish Statistical Institute's statistical region units classification. Within these regions, the cities considered as capable of representing the region with relatively high populations were included to the research. Data was gathered via a structural survey form, which was prepared in accordance with the aims of the study, by face to face interviews with the individuals. 2847 data were evaluated within the research. As a conclusion of this research it was seen that, aside from the financial dimension of luxury value perception; functional, personal and social dimensions also have a positive influence on the purchase intentions. Moreover, it was also seen that the relative importance of these dimensions are different from each other. On the other hand, the relative influences of luxury value perception dimensions on purchase intentions differ in terms of geographical regions. In contrast, it is conculeded that there is no difference between the relative importance of these dimensions according to different income groups. Keywords: Luxury, Luxury Consumption, Luxury Value Perception, Purchase Intention, Household Income, Geographical Region